The Last Word: Mizzen+Main’s Bethany Muths on Brand Experiences

“You can’t overemphasize the value of experiencing a brand in real life.”

Bethany Muths
Chief Marketing Officer
.…on her company’s pioneering a new store design in partnership with the Bergmeyer architecture firm.

Founded in Dallas in 2012, Mizzen+Main says it created the world’s first “performance fabric dress shirt” over a decade ago. Since then, the brand’s flag has been flown with help from innovative marketing, like getting brand ambassador and pro golf superstar Phil Mickelson to do a “dad dance” in the company’s shirt, as we noted in our story here.

But Muths says that what’s even more important is getting customers to experience the brand themselves. Which is why Mizzen+Main—which expanded to Scottsdale, Arizona, late last year, along with new storefronts in Houston and San Antonio—pioneered a new store design in partnership with the Bergmeyer architecture firm.

“Walking into any of our retail locations lets customers get to know Mizzen+Main for themselves,” Muths said in a statement, “and we want that experience to be readily available for every man, everywhere.”

Mizzen+Main Southlake store [Photo M+M]

The new store design aims to be a physical manifestation of the brand itself, says Eric Kuhn, Design Practice Leader for Bergmeyer.

“We’ve looked to create a space that embraces Mizzen+Main’s communal nature,” Kuhn said in a statement. “The store is about promoting discovery and encouraging engagement, achieved through a sequence of touchpoints that connects, inspires, and encourages interaction.”

“We want to help our customers feel unaffected by what is stereotypically imposing and oppressive architecture,” added Richard Ross, Creative Director for Mizzen+Main. “All of our retail locations provide a unique in-person experience that allows you to cross the threshold and become fully immersed in that feeling.”

Mizzen+Main said it plans to have 10 stores open by the end of 2023, with “more coming in 2024.”

For more of who said what about all things North Texas, check out Every Last Word.

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